Conversion-Centered Design Principles for Email

By Jason Dent

FreshBooks - Inverted pyramid

Crisp, simple and engaging email designs filled with dynamic content draw subscribers in – allowing them to build a relationship with your client’s brand. When providing increased customer conversion rates for your clients, it’s important to understand what their customers are looking for and how email design plays a role in fulfilling their needs.

According to the psychologist, Dr. Robert Beno Cialdini, consumers want honesty from their brands, and they want to feel understood and included in your client’s brand’s message. They are looking to have their pain points alleviated quickly, or they are looking for instant gratification and pleasure from your client’s services. When consumers feel that their values are in line with your client’s values – email conversion rates climb.

How does email design play a role in lead conversion? Different aspects of email design influence how a subscriber connects with your brand. Design grids, imagery, simple layouts, calls to action and responsive design are important elements that can be used in creative ways in order to engage with your client’s audiences.

1. Use email design grids that will guide your clients’ subscribers

Through using certain design grids in emails, you can actually guide your client’s customers through each email, allowing them to engage with its content. For example, using an Inverted Pyramid design is an effective way to focus their subscribers on what is most important. This design should include a strong headline that delivers your client’s campaign’s key message. The email should also contain supporting materials and imagery in order to encourage their subscribers to click through and engage with the email.

The pyramid should always lead readers to a call to action button – we will look more extensively at effective call to action designs toward the end of this guide. You can even use several inverted pyramid designs within one email if the email consists of different exciting topics. This helps to break down each set of information into easy-to-read sections.

Another effective design grid is an angular one with a zig-zag layout. According to the graphic designer, Mary Stribley, an “angular layout is both enticing to look at as well as functional to order lots of information and imagery.” You can create these angles through using imagery or color blocking in order to guide the reader through each step of the email. This not only creates a visually pleasing layout, it also helps to simplify each section of the email so that it is easy to read.

Sephora holiday email campaign

2. Include Imagery, graphics, and colors that will grab their attention

Filling your clients’ emails with bright imagery, graphics, and colors that grab their readers’ attention can lead to increased attention time and conversion rates. It’s important to make sure that every color, font, and image within emails match your clients’ brands. Staying in line with brand messaging and brand voice increases email personalization and builds trust. When email design builds trust with subscribers, engagement and click-throughs Go to the full article.

Source:: Business2Community

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